Search Engine Optimisation (SEO) can often feel like a dark art, but at its core, it is about a very simple idea: connecting with customers at the exact moment they are looking for what you offer. The bridge that connects you to them is built with keywords. Choosing the right keywords is the foundation of any successful SEO strategy, ensuring that your business shows up in front of the right people, at the right time.
For a small business, this is not about competing for broad, expensive terms. It is about finding the specific, relevant phrases that your ideal customers are actually typing into Google. This guide will walk you through how to find and choose the right keywords for your business.
Think Like Your Customer
Before you even open a keyword research tool, the most important step is to put yourself in your customer’s shoes. Forget about industry jargon for a moment and think about the actual words a real person would use. If you are a plumber in Bristol, your customers are not searching for “domestic water system solutions.” They are searching for “emergency plumber Bristol” or “how to fix a leaking tap.”
Start by brainstorming a list of topics related to your business. For each topic, write down the phrases you think a customer might use. Ask your existing customers what they would search for. This initial, customer-focused list is the most valuable starting point for your research.
Understand Search Intent
Not all keywords are created equal. The ‘intent’ behind the search is crucial. Generally, keywords fall into three categories:
• Informational: The user is looking for information. (e.g., “how to choose a wedding photographer”)
• Navigational: The user is trying to find a specific website. (e.g., “Dead On Digital”)
• Transactional: The user is looking to make a purchase or take an action. (e.g., “buy handmade leather wallet UK”)
As a small business, you want to target a mix of these, but transactional keywords are often the most valuable as they are used by people who are ready to buy. Creating helpful blog content can attract users with informational intent, establishing you as an expert in your field.
The Power of Long-Tail Keywords
It is tempting to try and rank for broad, one-word keywords like “cakes” or “shoes.” These are known as short-tail keywords. The problem is that they are incredibly competitive and the search intent is very unclear. Someone searching for “cakes” could be looking for recipes, pictures, or a local bakery.
This is where long-tail keywords come in. These are longer, more specific phrases, such as “vegan birthday cake delivery Manchester.” While they have a lower search volume individually, they have two huge advantages for a small business:
1. Less Competition: It is much easier to rank for a specific, local phrase than a broad, national one.
2. Higher Conversion Rate: The person searching for “vegan birthday cake delivery Manchester” knows exactly what they want. If you offer that service, you have a very high chance of converting them into a customer. Long-tail keywords typically have a conversion rate that is 2.5x higher than short-tail keywords.
Using Free Tools to Find Keywords
You do not need expensive software to start your keyword research. There are several powerful, free tools available:
•Google Keyword Planner: While designed for Google Ads, this tool is invaluable for SEO. It can take your initial brainstormed list and generate hundreds of related keyword ideas, along with their estimated monthly search volume.
•Google Search Itself: Type one of your keywords into Google and look at the “People also ask” section and the “Related searches” at the bottom of the page. These are keywords that Google’s algorithm has identified as being highly relevant to your initial term.
• AnswerThePublic: This free tool takes your keyword and visualises it as a series of questions (who, what, where, when, why), prepositions, and comparisons, giving you a huge number of long-tail keyword ideas.
Putting It All Together
Once you have your list of potential keywords, the final step is to choose the best ones to focus on. For each keyword, ask yourself:
Is it relevant to my business? Does it accurately reflect a product or service I offer?
Is the intent right? Is the person searching for this likely to become a customer?
Can I realistically rank for it? Is the competition for this keyword dominated by huge national brands, or is it more localised?
By focusing on relevant, specific, long-tail keywords, you can create a powerful SEO strategy that drives high-quality traffic to your website and connects you with the customers who are actively looking for you.
About Dead On Digital
Dead On Digital supports UK small businesses with practical websites, digital marketing and smart automation that help improve and strengthen their online presence. Everything we do is focused on keeping things clear, simple and aligned with how real businesses actually operate day to day.
We believe your website and online presence should keep working for you as your business grows, not be built once and forgotten. If you are reviewing where you are now or thinking about ways to improve things online, we are always happy to offer friendly, honest advice.